Brand development

Todd Snyder of Iowa epitomizes everyday luxury, melding Savile Row craftsmanship with New York aesthetics and staunchly championing American design. He introduced the Todd Snyder + Champion label and has collaborated with legacy brands including LL Bean, TIMEX, PF Flyers, and Cole Haan.

The brand identity for Todd Snyder has been revitalized, intertwining the heritage of the past with more refined, functional elements to suit an expanding portfolio of collaborations and internal projects. The reimagined brand mark, while retaining its recognizable aesthetic, is elevated both functionally and visually, seamlessly extending across photography, collateral, and all other branded materials.

Artist collaboration

TIMEX's partnership with Souter ventures into contemporary art, uniting extraordinary artists like Hank Willis Thomas, Drift, Kara Walker, and more. This groundbreaking collaboration blends the oldest American watch brand with cutting-edge artistic expression, revitalizing TIMEX's image and captivating new audiences.

Contemporary art infuses the brand's identity, forging a dynamic connection with consumers, sparking curiosity and engagement.

The pioneering venture aims to redefine timepieces as statements of art and meaning, leaving an indelible mark on the art world while maintaining TIMEX's legacy of innovation and relevance in the ever-evolving fashion landscape. The collaboration also seeks to create a collectible timepiece that raises awareness of diversity, the environment, and technology innovation.

New York • Milan • Tokyo

Souter collaborated with fashion designer Todd Snyder on his Black Label Collection for Woolrich. He intentionally paired the Todd Snyder name with the newly designed Woolrich brand, creating a logo that blends modernity, heritage, and Todd's aesthetic, inspired by nature and contemporary design and technology. This rebranding effort coincides with Woolrich's global expansion into Milan, Tokyo, and New York, showcasing Todd Snyder's creative direction and adding a new contemporary edge to outdoor wear.

Souter’s deliverables included a new Todd Snyder Woolrich Black Label brand and its applications, encompassing corporate and marketing materials, environmental and garment labels, hangtags, and retail packaging, all complemented by a comprehensive Woolrich guidelines manual.

New York • Milan • Tokyo

Souter collaborated with fashion designer Todd Snyder and Woolrich to modernize the Woolrich brand identity, introducing a new logo blending modernity with heritage. Inspired by nature and contemporary technology, the minimalist design signifies strength and perseverance. The contemporary typography reflects Woolrich's progressive outlook. This rebrand coincides with Woolrich's global expansion into Milan,Tokyo, and New York, showcasing its commitment to growth and attracting both loyal and new customers seeking stylish outdoor wear.

Souter’s deliverables included a new Woolrich master brand and tagline. These applications encompassed corporate and marketing materials, environmental and garment labels, hangtags, and retail packaging, all complemented by a comprehensive Woolrich guidelines manual.

Brand development and design

Fragrance Felt

ENDSEEN represents a curated collection of self-care products that narrate individual journeys through the medium of fragrance. Each product is a harmonious blend of nourishing ingredients, designed to evoke sensations of passion, peace, and boundless possibility.

In partnership with ENDSEEN, responsibilities included the conceptualization and creation of the brand name, strategic positioning, copywriting, overall branding, and design for both the product and its accompanying marketing tools.

Branding/Design/Artist Curation

Positioned at the vibrant confluence of global culture, commerce, and diversity, d3 (Dubai Design District) is an innovative complex spanning 15 acres, meticulously crafted to incubate both emerging and well-established brands in fashion, design, and luxury.

With its diverse amalgamation of business, retail, and entertainment, the objective was to sculpt a unique brand identity for d3, cultivating an aura of authenticity reminiscent of iconic creative hubs like London’s Shoreditch or New York City’s Lower East Side.

Embarking on a holistic approach, we intertwined visual design, brand and digital strategies, wayfinding, and event marketing to form a unified visual and verbal brand aesthetic. This approach culminated in the creation of a brand that is both concise and resonant, distinctly differentiating itself from the commercial ventures that ornament Dubai’s skyline.

Artist Collaboration

A innovative project that builds upon the You Pick 24 Count Crayons series. This project brings emerging artists together to create an exclusive capsule collection of products and merchandise, elevating Crayola's reputation in the global artistic community. Aligned with Crayola's legacy values, these artists represent diversity in locations, ages, and aesthetics, empowering children to express themselves creatively and connect with the brand on various levels.

The series begins with the captivating work of 16-year-old American artist, Jack Chin Barker. His Monstars characters serve as an inspiration to embrace individuality and celebrate our unique differences.

Artist Curation

In June of 2020, a significant collaboration emerged with BVN Architecture, giving rise to the inception of Re-Ply. It was a time characterized by the zenith of the Covid pandemic and resonant protests ignited by George Floyd’s tragic demise. The cityscape, veiled in protective plywood, evolved into untapped canvases, allowing artists a platform to channel their reflections and cope amidst the prevailing chaos.

Fast forward a year, NeueHouse became the sanctuary for this amalgamation of artistic endeavors. The meticulously orchestrated exhibition displayed the conserved boards, innovative stool prototypes, and a myriad of prints, embodying thousands of snapshots captured in those transformative periods. The showcase was envisioned to elongate the saga of Re-Ply and delve into its historical roots. The rendezvous unfolded with a comprehensive presentation and proceeded with an enlightening roundtable discourse, featuring insights from varied stalwarts in city planning, counting the multi-faceted artist Cavier, a cherished collaborator in this visionary venture, among its contributors.

Brand development, design, marketing, packaging

Kahina Giving Beauty offers a premium range of skin and body care essentials, enriched with one of today's most valued elements—argan oil. Each product encapsulates the purity of organic argan oil, meticulously extracted by hand and cold-pressed in Agadir, Morocco, by a cohesive team of Berber women. The brand embeds a philosophy of mutual empowerment between women through communal beauty rituals, coupled with a commitment to economic and environmental consciousness. It cherishes sourcing locale-specific ingredients and uplifting the communities involved in their cultivation and production, allocating 25% of the profits back to the women of these regions.

Tasked with crafting a comprehensive brand identity, the development encompassed creating resonant visuals, meticulous packaging design, and a seamless website to strategically position the brand amidst the competitive domain of eco-conscious and natural cosmetics.

Artist curation

The Franklin D. Roosevelt Four Freedoms Memorial stands as a testament to the four fundamental freedoms delineated by President Roosevelt in 1941. Nestled adjacent to the historic smallpox hospital in New York City on Roosevelt Island's southern tip, the memorial was envisioned by the illustrious architect, Louis Kahn. Seeking to foster deeper public and press engagement, Howard Axel, the Executive Director of the Four Freedoms Park Conservancy, enlisted the expertise of a seasoned designer to craft a compelling art program.

The ambition was to conceive a foundational blueprint for an art initiative, reflecting the core values and aspirations embodied by the FDR Four Freedoms Park. This initiative aims to spotlight underrecognized artists resonating with thought-provoking narratives and can be rejuvenated annually with themes of enduring pertinence and resonance, thereby sustaining its impact and contemporaneity.

Artist collaboration

Art direction for photography, and curation for "Empowering Survivors," a photography show in collaboration with LULULEMON and Exhale to Inhale. The event raised funds for Exhale to Inhale, empowering survivors of domestic and sexual violence through yoga and mindfulness.

The showcased photographs featured survivors, inspiring inner strength and healing. Each image created a calming effect, providing support on their journey to empowerment.

This collaboration highlighted the transformative power of yoga and art, promoting resilience and self-empowerment. The exhibition served as a meaningful fundraiser, supporting Exhale to Inhale's work with survivors of violence.

Photographer: Stephen Churchill Downes

Artist collaboration

Creativity Against Gun Violence (CAGV) is Souter's non-political program aiming to raise awareness of the devastating effects of gun violence. By uniting artists, corporations, and victims, each exhibition engages the public and serves as a healing tool, especially for affected schools and venues. CAGV seeks to become a nationwide movement for real change, and support through sponsorship, donations, and exhibition spaces is crucial at both local and national levels. Local media agencies can also participate in promoting CAGV's mission to the wider public.

Brand development, strategy, and positioning.

The Bronx Museum pulsates with the cultural vigor of its vibrant Bronx community, channeling the eclectic energy of New York and the world through its dynamic exhibitions, collections, and innovative educational programs. It serves as a conduit, linking the surrounding communities to the relevance of art in everyday existence, drawing boundless inspiration from the diverse cultures and people it is nestled amongst.

To bolster its standing in the New York City arts milieu, the museum underwent a brand revitalization aimed at accentuating its cultural imprint. A foundational strategy and positioning were formulated, accompanied by a revitalized visual system. This transformation gave rise to a range of marketing collateral adorned with vivid imagery and poignant copy, enhancing the museum's cultural resonance.

Artist curation

A bespoke art collection has been meticulously curated for Four Twenty Kent Avenue, enhancing the living experience in the pulsating heart of Williamsburg, Brooklyn, beside the East River. This architectural marvel, shaped by the distinguished ODA New York, is a composition of three multi-dimensional glass towers.

Drawing inspiration from the elemental themes of "Concrete, Metal, Landscape, and Wood," the art collection adorns the expansive 20,000 sq ft main lobby. It fosters a multifaceted environment that emanates a sense of community and mirrors the dynamic essence of the city, adding another layer of richness to the space.

Brand development

Sparrows Lodge, Palm Springs, situated in a 1950’s historic retreat for Hollywood’s elite, Sparrows Lodge blends rustic allure with contemporary chic in its 20-room space, devoid of phones or TVs for pure escapism. Fully restored in 2013, it retains the charm of the original Red Barn hotel.

To resonate with today’s audience, Sparrows Lodge underwent a brand identity refresh, modernizing its imagery and enhancing its technological capabilities while preserving its vintage essence.

Artist curation

A curated and commissioned collection has been devised for Greenpoint Landing 1 Bell Slip, in collaboration with Brookfield Properties. The eclectic collection is an amalgamation of multimedia artworks, featuring the creativity of 15 diverse artists from local and international spheres, encompassing photography, painting, printmaking, and drawings.

Encompassing 40 pieces, more than half of the collection puts a spotlight on artists from underrepresented communities. The selected artists are representatives of a global and inclusive ethos, originating from five distinct countries—Japan, Lithuania, England, Holland, and the United States—highlighting the widespread and inclusive nature of the project.

Brand development and design

DL 1961, a NYC-based denim designer, blends timeless style with eco-conscious production. For their provocative Fall 2013 campaign, they partnered with model Karmen Pedaru and esteemed creative talents to capture denim's natural, effortless essence, steering clear of contrived or overly sensualized imagery.

Led art direction and captured B-roll footage for DL 1961’s Fall 2013 campaign, utilized for diverse external and internal applications.

Photography: Stephen Churchill Downes

Brand development and advertising

Founded in 1854, Timex Group USA stands as an iconic American brand, epitomizing the fusion of timepieces with fashion since the mid-20th century. The brand, symbolized by its enduring motto, “Takes a licking and keeps on ticking,” consistently pioneers design and technology frontiers.

Executed a brand identity revitalization and advertising enhancement for TIMEX, aiming to resonate with a more fashion-forward customer base. By integrating high-caliber photography and refined styling with the established brand mark, a rejuvenated brand image was realized, harmonizing with the contemporary product portfolio.

Packaging design

In the shifting retail environment, ADIDAS aimed to enhance its brand image with sustainable packaging. The new ADIDAS Originals packaging blends iconic elements with modern designs, emphasizing eco-friendly materials. Concurrently, the ADIDAS BOS packaging showcases product performance and tech-forward design, grounded in sustainability. These updates elevate ADIDAS' market stance, harmonizing tradition and innovation for stronger customer engagement.

Brand development, packaging, marketing

TULA, a unique skincare brand, embraces natural innovation by infusing its product line with the extensive benefits of probiotics. These products aim to shield and mend skin from environmental harm, re-establishing its vitality. TULA sought the expertise of Dr. Roshini Rajapaksa in formulating and introducing the product range.

Involved from inception, collaborations included conducting in-depth market research to understand the competitive landscape and shaping the strategy to guarantee a robust approach. This continued with refining the brand’s identity and strategy, determining competitive positioning, designing primary and secondary packaging, and establishing comprehensive guidelines.

Brand development • Artist collaboration

REPLY: REPURPOSING A MOMENT

In partnership with BVN Architects, the innovative re-ply project was conceived, breathing new life into thousands of plywood sheets utilized during the COVID-19 pandemic and protests in New York City. This forward-thinking venture transforms the remnants into robust outdoor furniture, supporting businesses in their reopening endeavors and minimizing environmental impact.

This transformative initiative involved developing a resonant name and robust brand mission, crafting visual designs, conceptualizing a unique logo, and formulating brand and digital strategies. The creation of a persuasive social media presence was marked by the integration of original photographic content.

To further enrich the project, select pieces were metamorphosed into exclusive artworks through collaborations with retail partners and were made available to collectors, with the proceeds directed to Children of Promise.

This fruitful synergy has laid the groundwork for re-ply's widespread adoption and adaptation across various cities nationwide, with sustained collaborative efforts driving the project's continual evolution and expansion.

Artist collaboration, brand film

David Yurman, a renowned privately held American designer jewelry company based in New York City, is celebrated for its diverse designs, from ruggedly-cut semi-precious stones to the iconic braided creations, earning a unique standing in the fashion accessories realm, with 32 boutiques globally.

A brand video focusing on the men's jewelry sector has been art directed to elevate the brand’s prominence and appeal in this segment.

Brand film

Issey Miyake, a pivotal Japanese fashion brand, is renowned for its innovative integration of fashion and technology, creating architectural masterpieces that spearhead movements within the industry beyond just setting trends. Beyond apparel, Issey Miyake is also recognized for its signature fragrances.

A conceptual brand film has been produced for the debut of the L'eau d'Issey fragrance, aiming to visually encapsulate the fragrance's mysterious essence and provocative spirit through diverse photographic techniques, with a pronounced emphasis on the color red.

Brand development and design

Hunter Douglas, globally acclaimed for its innovative window blinds, coverings, and architectural treatments, has been a trailblazer in material utilization for functional aesthetics since 1919. Involved in a continuous collaboration, we've rendered various design and online services, encompassing the development of print and digital ads, enhancing their robust online advertising presence.

Brand film

Thom Browne, synonymous with meticulous tailoring and traditional design methods, dominates both the menswear and womenswear fashion realms from his base in New York City. Renowned for his theatrical mastery and intricate detailing akin to couture levels, Browne transforms every runway into an immersive experience transcending the norms of staged fashion shows.

A synergy with Andreas von Scheele and Refinery 29 came to fruition for Thom Browne’s Fall/Winter 2015 collection, themed "Angels and Death," illuminating the intricate narratives interwoven within the collection.

Artist Collaboration

Editions collaboration series inspired by Todd’s rooted history in art.

“I grew up in a family of artists, so my entire life and creative process has been steeped in contemporary art, the movers and shakers of the moment. To me, fashion and art have always gone hand-in-hand.”

Todd Snyder curates limited-edition apparel paired with signed archive prints from diverse artists. Each retail outlet spotlights a chosen regional artist, whether emerging or established, blending fashion with a unique touch of local artistry.

Artist collaboration

The J. Paul Getty Museum in Los Angeles attracts almost 2 million visitors each year, however internal research suggested that the audience was skewing older, and that a younger audience needed to be engaged to ensure the museum's long-term financial health and well-being.

Working closely with a cross-functional committee at the Getty, a more robust content-marketing program to engage intellectually curious members of Generations X and Y, thereby building brand awareness and generating marketable social media content.

To accomplish this, a conceived and built-out exclusive program between Getty Museum and Sundance Channel entitled Conversational Pairings. This program, which matched eclectic influencers across diverse fields to debate topical issues of interest, helped create a new media audience for Getty while helping the museum and brand become a catalyst for engaged intellectual thought and conversation.

Brand development

American Ballet Theatre (ABT), based in New York City, stands as a pinnacle of classical ballet, renowned globally. With annual seasons at the Metropolitan Opera House and the David H. Koch Theater, along with worldwide tours, ABT, founded in 1939, remains a seminal force in classical ballet. It also oversees the American Ballet Theatre Jacqueline Kennedy Onassis School and earned the title of "America's National Ballet Company" by the United States Congress in 2006.

Developed a refreshed brand identity and innovative marketing tools designed to enhance the company's prestige and social relevance, ensuring the sustained prominence of this timeless artistic institution.

Brand film / artist collaboration

Louis Vuitton, a global hallmark of fashion, has long been setting the standard in apparel, accessories, and iconic handbags, with its influence reverberating through history and current fashion trends. To maintain its relevance in contemporary times, Vuitton has adeptly leveraged hybrid media, involving acclaimed actors, directors, and diverse artists to breathe life into its campaigns through various forms of visual media.

Contributions to "When L.A. is a Man" included film footage and fashion consultation. This film is a segment of a series exploring the identities of different cities around the world, utilizing gender as a lens to elucidate each city's unique character.

Artist collaboration

This project takes place in a historic landmark 38-story skyscraper located in downtown Detroit. This unique endeavor combines artistic design and an acoustic piece that encapsulates the city's rich history and style in an unconventional manner.

The visual element draws inspiration from legendary pairs that define Detroit's cultural legacy, such as manufacturing and the auto industry, Motown, riots, architectural and furniture design, gospel, techno, hip-hop, bankruptcy, and rebirth.

The acoustic element involves an artfully-designed speaker system that doubles as a contemporary sculpture, providing a striking contrast to the building's historic architectural details.

The project features both emerging and established artists from local and global scales, showcasing a diverse and compelling artistic collaboration.

Brand development

With some of the most recognized mid and high-end beauty brands, MANA stands as the world’s leading private label manufacturer in the prestige beauty sector. MANA melds intelligence, innovation, and integrity in its approach to beauty, crafting products and collections with the precision and artistry of an artisan. For over 38 years, MANA's commitment to research and development has resulted in the formulation of distinctive, scientifically proven ingredients that have significantly impacted the beauty and wellness industry.

The challenge was to revitalize this revered industry institution, well-known for the brands it creates, to ensure its continuous evolution and success in the market. The approach involved imbuing this corporate entity with a more personable and evocative perspective, reflecting its unwavering commitment to quality and innovation. This transformation included the establishment of a robust brand identity and strategy, competitive positioning, refreshed visuals, refined brand language, updated marketing collateral, photography, art direction, and a redesigned website. 

Brand film

Founded in 1966 by two entrepreneurial Swiss brothers in California, K-Swiss originated from a dream to initiate a distinctive footwear company. With a passion for skiing, the brothers derived inspiration from leather ski boots to innovate the inaugural all-leather tennis shoe, acknowledging the mutual requirement of both sports for a snug fit that accommodates vigorous lateral movements.

Involved in a creative endeavor, a brand film for K-Swiss was conceptualized and produced. The objective of this visual piece was to effectively convey the brand’s unique style and dynamic energy, primarily for online platforms.

Artist collaboration, brand film

Givenchy stands as a beacon of French luxury, specializing in Haute Couture, Accessories, and the exquisite Parfums Givenchy line. Founded in 1952 by the illustrious Hubert de Givenchy, this fashion and perfume house is a distinguished member of Chambre Syndicale de la Haute Couture et du Pret-a-Porter. Nestled under the LVMH Luxury Group, Givenchy marked a monumental $176 million in sales in 1993, securing its position as the second-largest apparel division of LVMH, trailing only behind Dior.

Task: Curate a sophisticated fashion editorial feature for a premier e-publication, setting a precedent in the realm of digital fashion media, showcasing the enduring elegance and avant-garde aesthetics of Givenchy.

Marketing tools

Madison Square Park, a beacon for artistic innovation, has been at the forefront of curating original commissioned artworks, meticulously conceptualized to resonate with the park and its unique environment. Since its inception in 2004, the Madison Square Park Art program has fostered collaborations with over 30 distinguished and pioneering artists, bringing forth outdoor installations of monumental proportions, each piece harmonizing with and enhancing its surroundings.

These art installations, openly accessible to the public, have elevated Madison Square Park to a position of global cultural renown.

Tasked with the development of multifaceted marketing tools, the objective for the Madison Square Park Art program is to amplify awareness among patrons, art enthusiasts, the broader community, and prospective corporate sponsors. This endeavor seeks to shine a light on the park’s significant cultural contributions, catalyzing increased engagement and support from diverse audiences.

Brand development and design

Club Monaco is an international retail brand known for great style in Club Monaco, an international retail brand, is renowned for its stylish apparel and accessories. With a global presence, it is celebrated by fashion insiders and celebrities for its chic wardrobe essentials and iconic seasonal items.

Conceived and executed a dynamic seasonal advertising campaign for Club Monaco, involving digital marketing collateral, style guidelines, product photography, and innovative art direction, aimed at enhancing the brand’s aesthetic and global market presence.

Brand development • Artist collaboration

The objective was to create a unique appearance and identity for a singular event at d3 (Dubai Design District), aimed at introducing locals to the new campus and the community of fashion designers, artists, and creatives.

A flexible identity solution was proposed, allowing foundational imagery and text to be revitalized annually to authentically represent the festival's objectives, goals, and content while maintaining overall uniformity. The MEET d3 festival surpassed expectations, attracting over 90,000 attendees and establishing its status as a recurring event for d3.

Brand development

3% is the story of entrepreneurs becoming human connectors - not only association through a community of like-minded creators - but a new perspective on embracing unique visions on changing the world, changing our future.

A collaboration with Amir Fayo (Brand Architect, New York) to develop a proprietary visual language based on his brand strategy & characteristics. Color was embraced as a unique “white-space” in the co-working industry, and built into the brand signature that was established to attract a diverse range of entrepreneurs.

Brand development

The MIT Group of Universities in Pune, India, is renowned for offering state-of-the-art infrastructural facilities, including smart classrooms, well-equipped libraries, advanced laboratories, and distinguished faculty. Its first institution, the World Peace University, or MIT-WPU, imbibes inspiration from the vibrant cultures surrounding it, highlighting the relevance of engineering in everyday life.

MIT-WPU sought a refined brand architecture and design rejuvenation to bolster its stature in the cultural and educational realms. A foundational strategy, positioning, and visual system were conceived, generating a range of marketing materials adorned with dynamic imagery and poignant copy. Keeping the ethos and future visions of MIT at the forefront, a meticulous implementation strategy was devised, celebrating the uniqueness of the universities while amplifying the prestige associated with the MIT name.

Brand development • Artist collaboration

Influenced by Qatar's ascent on the global stage, QELA was conceptualized as the nation's first fashion brand, under the visionary guidance of Her Highness Sheikha Mozah. In a short span of five years, QELA has garnered international recognition, aligning with iconic brands like Louis Vuitton, Christian Dior, and Hèrmes.

The ambition was to anchor QELA as a pinnacle of luxury through precise brand positioning, a distinctive identity, compelling visuals, and stringent style guides. This also involved the development of innovative marketing materials, inventive packaging, and the conceptualization of the retail store environment and various design elements, all in alignment with the set stylistic norms.

Retail store design: Messana O'Rorke.

Brand development

Kuwait's national identity is deeply rooted and intricate, shaped over 400 years at the crossroads of shipping and trade. Its unique heritage has marked it as a continually evolving economic pillar for the Middle East and beyond, enduring through both prosperous and tumultuous times.

In our program, we engaged diverse stakeholders in a dynamic process designed to foster inspiration and impact. This initiative allowed individuals, enterprises, and government to propose and assess ideas that are authentic, inspiring, and pertinent, reflecting and molding Kuwait's present and future promise. The enduring objective is to manifest this identity in tangible, creative ways that unify the nation, ignite enthusiasm and purpose, and portray Kuwait to the global community in a refreshing light.

Brand development

Holiday House, located in downtown Palm Springs, is a distinctive boutique hotel that originally opened its doors in 1951, designed by renowned architect Herbert W. Burns. Today, it's been revitalized by interior designer Mark D. Sikes and the creative minds behind Sparrows Lodge. The hotel intricately blends midcentury-inspired elements with a whimsical and communal ambiance. The design prominently features Gio Ponti inspired tile-work and boasts artworks by luminaries like David Hockney, Roy Liechtenstein, Herb Ritts, Alex Katz, and Mr. Brainwash, complemented by a garden sculpture by Donald Sultan.

To harmonize with the reimagined design, we developed the pivotal visual components of the brand identity. This included crafting a logotype and monogram that seamlessly integrate into every visual representation of the brand, both internally and externally.

Brand development , packaging and marketing.

COMMODITY is a contemporary reinterpretation of fragrance for individuals and homes. In an era characterized by the profound desire for connection, COMMODITY emerges as a medium to convey our cherished experiences and values through one of the most ancient and potent forms: scent.

The brand name “COMMODITY” delicately bifurcates the concept of ‘commodity.’ It represents the pristine ingredients procured from environmentally responsible communities worldwide and symbolizes modern society's foundational values: connection, self-expression, and uniqueness.

The objective is to crystallize the brand strategy and architect positioning, focusing on both current retail assortments and forthcoming ventures. This involves designing primary and secondary packaging and formulating marketing instruments that not only mirror this intricate ethos but also encapsulate the essence of ‘expressing the inexpressible,’ allowing the fragrance to speak where words might fail.

Brand development, marketing tools

Emerging from its precursor, Li & Fung, one of the preeminent global supply chain managers, Global Brands Group Holding Limited stands as a leader in branded apparel, footwear, fashion accessories, and related lifestyle products worldwide. The company stands out for its versatility in designing, developing, marketing, and selling a broad spectrum of products, accommodating a diverse portfolio of owned and licensed brands, spanning various product categories. Its clientele extends to department stores, hypermarkets, off-price retailers, independent chains, specialty retailers, and e-commerce channels spanning the Americas, Europe, and Asia.

Leveraging our existing rapport with Li & Fung, we spearheaded the brand development of Global Brands Group, crafting a holistic brand identity and design aesthetic. The cultivation of a cohesive suite of marketing tools facilitated the successful ingress of the brand into its targeted market, reinforcing its presence and resonance in the global fashion and lifestyle domain..

Brand development, primary and secondary packaging

Rimmel London, the iconic British cosmetics brand, with its roots traced back to a perfumery founded in 1834 by Eugène Rimmel on London’s Regent Street, is renowned for bringing a flair of edgy London style to the beauty industry. Now under the ownership of Coty, Inc., Rimmel made a remarkable entry into the USA in the late 90s, with Kate Moss as its face, imbuing the market with its distinctive and chic aesthetic. The brand’s unique formulations have achieved cult status worldwide, to the extent that ‘Rimmel’ has become synonymous with ‘mascara’ in several regions.

Our objective was to refine Rimmel’s brand identity and strategy, to formulate distinctive positioning, and to design coherent primary and secondary packaging. The development of a cohesive visual system and compelling marketing collateral was pivotal in elevating the brand's presence and resonance in the global cosmetic landscape.

Brand development, marketing tools

Stonehill Taylor, based in New York City, is an architecture and interior design firm specializing in the creation of extraordinary hospitality environments. The firm's approach blends the unique essence of each location with the specific needs of the client, resulting in uniquely magnificent results. Stonehill Taylor has been responsible for various renowned preservation projects, such as Ace Hotel New York and the St. Regis, and provides specialized services to a diverse array of bespoke clients, creating designs that harmonize timeless elegance with innovative modernity.

The mission was to revitalize the brand by infusing it with a minimalist aesthetic. This journey of transformation commenced with a refinement of the brand name and evolved to include the development of a new logo type, the establishment of primary and secondary type, the creation of a modern color palette, and the development of internal communication tools. The tone and style of the website were also refined to mirror the renewed, contemporary identity of Stonehill Taylor. 

Photography art direction and look book

Stylist Rachel Zoe is a fashion institution, shedding light on the oft-overlooked art of fashion styling by breaking into TV, film, and magazines with her outspoken personality and contagious style. Her career has seen her working with celebrities, fashion houses, beauty firms, and advertising agencies and even designing her own fashion collection. Undeniably the seminal fashion influencer, Zoe’s legacy has cemented her as one of the savviest businesswomen of our time.

A collaboration with Zoe and her team to produce and art direct a photography-driven lookbook and advertising campaign.

Art Curation

95 Columbus stands as a lively epicenter in the diverse Grove Street neighborhood, surrounded by a plethora of residential, retail, and cultural spots. Its modernized lobby melds natural light, cutting-edge digital access, and heightened security, all emphasizing wellness and productivity.

The three carefully curated art pieces in the lobby synchronize with the property’s historic essence, the varying work and lifestyle patterns of the tenants, and the distinctive spatial characteristics of the lobby. This collection of artworks creates an inviting and visually engaging atmosphere, appealing to both tenants and guests, while highlighting the inherent architectural elegance of the space.

Brand development and design

Anthony Luciano represents a harmonious blend of artistic evolution, ancient traditions, impeccable craftsmanship, and groundbreaking design. The brand's distinctive style marries opulent materials with vintage clasps from across the globe, leading to the creation of diverse collections of singular pieces. Each design is approached as a masterpiece, meticulously crafted to perfection and 'signed' by stitching a penny into a concealed pocket—a time-honored Italian tradition believed to usher in wealth and luck. Since 2000, Anthony Luciano has garnered a global celebrity clientele and has established itself as the 'it bag,' symbolizing luxury and exclusivity.

The task was to design a logo and a custom typeface to reflect the brand's modern elegance. Additionally, a series of meticulously curated B-roll footage was created to accentuate the diverse range and intricate details of the bags, effectively spotlighting the essence of the brand’s aesthetic.

Brand development, design

Seeds of Africa is devoted to fostering progress and development within African communities. This commitment is achieved through innovative programs that offer top-notch education and community livelihood initiatives to those grappling with urban poverty.

The objective was to emblemize these fundamental values through compelling visuals and powerful communication, constructing in the process a unified brand framework. This framework allows Seeds of Africa to effectively communicate and spread their mission of education and community enrichment to other essential regions of Africa.  

Brand development, design, primary and secondary packaging

Originating from the French Riviera in 1946, Lancaster has been a trailblazer in luxury beauty for over seven decades. The brand, which started with a commitment to creating skincare products that melded premium ingredients with the latest scientific breakthroughs, now boasts a comprehensive range of skincare, makeup, fragrance, and sun care products that consistently set new benchmarks.

In 2016, the brand unveiled Full Light Technology, a revolutionary sun care line designed to target 100% of the sun’s spectrum, establishing a new paradigm in the industry.

The task was to formulate the brand strategy, identity, and positioning. This involved designing primary and secondary packaging, creating a corresponding visual system, and producing the respective marketing collateral.

Brand development and design

Established in 2006, Hellman Chang is a Brooklyn-rooted furniture brand founded by Daniel Hellman and Eric Chang, renowned for their handcrafted approach to furniture making. This self-taught pair blends bold, distinctive design with the richness of age-old, heirloom-quality craftsmanship, resulting in pieces that are contemporarily unique while maintaining grace and livability.

Provided art direction for advertising campaigns aimed at print and online mediums and executed all corresponding photography.

Artist collaboration/Brand development

Celebrating the golden jubilee of Title IX, a groundbreaking collaboration, IX50, was initiated, bridging the realms of fashion and art by aligning with female artists from varied backgrounds. This initiative is a salute to diversity and a clarion call for equality.

IX50 introduces limited-edition pieces, each echoing the voices of the gifted female artists, to bolster women in sports. It’s a purpose-driven venture to magnify the essence of Title IX, advocating for women's rights not just in sports but extending its reach further. The collaboration seeks to engrave a positive and enduring imprint in the ongoing quest for equality, exemplifying a unified commitment to championing women's rights.

Artist curation and exhibition

In a self-curated exhibition, NARCISSIST NATION at The Bronx Museum of Art, Souter showcased a collection of work across 2100 sq feet. The display featured a series of 40 mirrors inscribed with quotes extracted from personal emails, 10 panels of quotes on boards alongside two films dramatizing episodes based on correspondences and notes from a former lover. Complementing these were 55 daggers crafted on hollow core doors, utilizing printed emails and mixed media. These dagger-shaped artworks symbolized the emotional impact of receiving such messages, echoing the sharp sting they carried.

Brand development and design

Manifesto, conceived by Isabella Rossellini, is a unique cosmetics and fragrance line, created as a rebuttal to the ageism and sexism in the beauty industry. It features neutral colors in smart packaging, designed for women's convenience, echoing the simplicity of pockets for men. The fragrance, a light mix of citrus and basil, promotes a refreshing and feminine aura, inspiring wearers to embrace their freedom.

In collaboration with Rossellini, the brand's vision was actualized by developing a cohesive brand system, including the logo, innovative primary and secondary packaging, marketing tools, and in-store displays. The packaging is categorized into the practical Minus line, with integrated mirrors, and the decorative Plus line, housing the Minus line components.

Brand development and design

FZZ, a pioneering water dispensing start-up, aimed to revolutionize the traditional office water cooler, focusing on reducing plastic waste and energy from transportation by converting tap water into customizable drinking experiences, allowing users to choose between ultra-clean sparkling, flat, flavored, or plain water.

The goal was to breathe new life into the water cooler concept with a brand that encapsulated both the essence of the unique dispensing experience and the exhilaration of water crafted to one’s liking. A comprehensive naming strategy was initiated, exploring diverse naming possibilities, leading to the creation of a robust brand identity, rollout strategy, and brand marks.

Brand development and design

NUDESTIX, a collection of versatile makeup crayons, simplifies beauty by enhancing natural looks with minimal products. Suitable for eyes, face, lips, and nails, it advocates for a refined, subtle appearance.

Founded by teen models and sisters, Ally and Taylor, NUDESTIX is driven by a mission to make makeup straightforward, quick, and enjoyable, offering vegan products infused with vitamins, antioxidants, and moisturizers.

Worked in close collaboration with the founders, overseeing the brand’s evolution from concept to comprehensive launch strategy. This included shaping brand identity, designing packaging, and establishing tone and manner, facilitating NUDESTIX’s entry into luxury retailers globally.

Brand development and design

CMT, or Country Music Television, stands as the preeminent source for country music and the go-to hub for its aficionados. It honors the singular American genre with fervor and dedication, establishing exclusive ties with established and rising artists. Beyond music videos, CMT has diversified its offerings to include a range of exclusive content such as reality shows, scripted series, and feature films.

Tasked with refining the brand’s corporate identity and visual system, our deliverables included crafting brand guidelines and developing both corporate and promotional marketing materials.

Artist collaboration

A watch remains the quintessential timeless accessory, seamlessly blending with every style and reflecting one's essence. Whether it aligns with the eclectic stripes of Paul Smith, the bold graphics of Kenzo, the refined lines of Getty Richard Meier, or Thom Browne’s patriotic palette, there’s a design motif that speaks to everyone's unique aesthetic.

By forging partnerships with designers who appreciate TIMEX's rich heritage and stylistic ethos, we aim to reinforce TIMEX’s position as a beacon of enduring style, intertwining innovative design with timeless appeal.

Provide virtual (and later physical) meeting spaces for the global promadic traveler community. A collaboration between artist Krista Kim and Design Hotel Group to create one-of-a-kind artistic spaces where attendees can meet, both virtually and later, in person, the result of which will trigger a collection of NFTs that will be auctioned.

Project is currently under consideration.

Artist Collaboration

“Moments" is a distinctive photographic collaboration devoted to preserving the legacy of historical buildings, capturing them before renovation or enhancing them through artistic collaborations, adding a unique ingredient to the building's brand. Through the discerning lens of photographer Richard Barnes, this project weaves tradition with human narratives to create captivating contemporary portrayals. These meticulously curated, superior-quality photographs serve as visual storytelling elements in rejuvenated spaces, imbuing them with a layer of historical richness. This endeavor aims to amplify the personal connections of visitors and residents to these sites, providing a more enriched and resonant experience.

Featured projects include the Beekman Hotel in NYC, the 2nd Ave Subway in NYC, the Ara Pacis Museum in Rome, Italy, and the TWA Hotel at JFK International Airport.

A creative contemporary rendition, visual explanation + a powerful aesthetic for marketing,

Brand development, design, primary and secondary packaging

Junetics merges revolutionary energy science with skincare, targeting the foundational causes of visible aging: energy and communication. With its innovative 24-hour complex, Junetics enhances cellular energy and communication, unlocking the skin’s ability to rejuvenate and strengthen, addressing all signs of aging with a singular solution, daily revealing radiant, ageless skin.

Deliverables involved crafting a branding strategy, defining positioning, and creating primary and secondary packaging, along with various marketing tools.

Brand development and design

Audible stands as the foremost provider of premium digital spoken audio content on the Internet, offering digital versions of books, periodicals, original content, and subscriptions to TV and radio programs. Users can download and playback content on various devices including smartphones, computers, and CDs.

Constructed a comprehensive brand identity and guidelines, along with developing enduring and promotional visual systems to facilitate the brand's successful launch and ongoing evolution.

Brand development and design

Purpose is a groundbreaking social enterprise, forging innovative socio-economic models that are people-centric and technologically enabled. It specializes in inaugurating ventures and organizations focused on catalyzing meaningful change, utilizing its extensive experience to collaborate with leading entities and integrate purpose and community engagement at their core.

Originating from influential platforms for social change like GetUp and Avaaz.org, Purpose now consolidates a diverse pool of experts including political organizers, storytellers, technologists, economists, consultants, and entrepreneurs.

Deliverables included a revamped brand identity, a range of print and digital collateral, and advisories on potential advertising partnerships.

Artist collaboration

Collaborating with STUDIOS Architecture, two vibrant, graffiti-style murals were brought to life to celebrate Major League Baseball's historical and cultural influence, emphasizing themes like "Youth in Baseball" and "The Field."

Crash, known for transforming New York City's landscapes with his pioneering graffiti art, forged a vivid connection between street culture and mainstream society in his pieces. Complementing this, London-based artist Ben Slow, renowned for his poignant portraits reflecting London’s eclectic sub-cultures, added layers of expressive intensity to the murals.

Together, they created compelling artwork that resonates with the enduring cultural significance and timeless charm of baseball.

Brand development • Artist collaboration

POTATOMIKE is an innovative online marketplace connecting emerging and established artists with global art collectors. Conceived by curators Pato Paez and Michael Souter, the platform features carefully selected artists known for their original and provocative work. Souter led the brand's development, including identity, strategy, and website design, with insights from artists shaping the platform's approach. It serves as an online marketplace for artists and collectors..

Brand development and design

Lollipop Theater Network, a non-profit organization led by Billy Bush, is devoted to bringing the magic of current movies to children across the nation who are hospitalized due to chronic or life-threatening illnesses. The aim is to offer a joyful escape from the ongoing challenges associated with their illnesses and to bring a moment of normalcy to both the children and their families in typically stressful environments.

The undertaking included the design and revitalization of the brand identity, the development of brand strategy, the refinement of competitive positioning, the enhancement of visuals, and the creation of marketing collateral.